Coke > "Smile" In the realm of North American soft drink commercials, "Smile" feels kind of retro, a throwback to a time where people sang in unison. It delivers on all the intangibles that elevate a spot from goodness to greatness, from the performances to the chemistry. Set to a bustling rendition of Louis Armstrong's "When You're Smiling", the :60 spot shows a cheery young Argentine walking through the streets and winning strangers over with a goofy, 60-watt grin. Alive with color and whimsy, "Smile" is very much like its protagonist; both are so self-assured that they're bound to win you over.

Agency: Ogilvy & Mather, Argentina
Creative Director: Hernan Ibarra, Lucas Panizza
Copywriter: Lucas Panizza
Art Director: Hernan Ibarra
Agency Producer: Julia Novio
Production Company: Wasabi Films, Buenos Aires
Director: Diego Kaplan
DP: Eduardo Martinez Solares
Music and Music Publishing: La Casa Post Sound

Samsung > "Picnic" Speck/Gordon of the newly minted prodco, Furlined, had the formidable task of giving Samsung's tech toys some personality by showing they're so cool they'll bring out the best and worst in you. "Picnic" starts innocently enough, with a perfectly cast, fresh-faced office peon on his way to a company cruise with his palm-sized video recorder. Apart from staying sober and going home alone, this becomes the best decision of his life. He inadvertantly captures various high-powered execs in compromising situations and takes the golden ride to a corner office.

Agency: Berlin Cameron/Red Cell, NY
Executive Creative Director: Ewen Cameron
Head of Production: Dane Johnson
Agency Producer: Arrow Kruse
Copywriters/Art Directors: Rob Smiley, Taras Wayner
Production Company: Omaha Pictures
Director: Will Speck/Josh Gordon
Producer: Leah Fleischmann
Exec Producer: Eric Stern
DP: Darius Khondji
Editor: Andre Betz @ Bug Editorial (Neighbor & Band), Adam Jenkins @ Bug (Picnic)

Carlton Draught> "Big Ad" A well-sung battle cry is followed by two unlikely armies of robed gladiators taking to the field a la Braveheart, singing not for vengeance and war, but of the beer ad they're in, accompanied by the tune of "O Fortuna", the most bombastic piece of music ever penned. Instead of visions of writhing, blood-drenched madness, the burly combatants race towards each other lipsyncing lyrics like: "It's a big ad. It's just so freaking huge!... This ad better sell some bloo-dy beer." For more, see Spotopsy, pg. 17.

Agency: George Patterson Partners, Melbourne
Creative Director: James McGrath
Copywriter: Ant Keogh
Art Director: Grant Rutherford
Production Company: Plaza Films
Director: Paul Middleditch
Producer: Pip Heming
Executive Producer: Peter Masterton
Editor: Peter Whitmore, The Winning Post
VFX: Animal Logic, Australia
VFX Supervisor: Andrew Jackson
VFX Producer: Caroline Renshaw
Music: Cezary Skabiszewski

Entourage > "Poolside" Randy Krallman of HSI Productions brought his A-game for this series of hilarious spots labeled "Lost Screen Tests" for the HBO show Entourage. The genius concept has a lost tribe of TV D-listers chewing their way through a few pages of dialogue from actual episodes (see Monitor story on p. 10). In "Poolside", old pros Gary Coleman and Pat Morita volley around a little conversation about rub and tug like only Arnold and Arnold can. Like watching a decapitation while Chris Rock does a running commentary.

Agency: BBDO, NY
Chief Creative Officer: David Lubars
Exec Creative Director: Don Schneider
Art Directors: Frank Anselmo, Jayson Atienza, Chris Maiorino
Copywriters: Chris Maiorino, Frank Anselmo, Jayson Atienza
Agency Producer: Winslow Dennis
Production Company: HSI Productions
Director: Randy Krallman
Executive Producer: Annique DeCaestecker
Editorial: Nils Johnson-Shelton, Cosmo Street

Levi's > "Going Away Present" She's ripped your heart apart, so she might as well have your favorite jeans as well. In this Daniel Kleinman spot, an enterprising lover puts a brand new pair of Levi's through a series of carefully engineered deconstructions designed to make them look like a well-worn, vintage pair of jeans. He scores big points by offering them as a goodbye present to his girlfriend, who recognizes them as his favorite pair. Little does she know they're just a painstakingly created forgery, ink spots, rips and all. Proof that a perfect pair of Levi's trumps even love.

Agency: BBH, New York
Group Creative Director: Thomas Hayo
Executive Creative Director: Kevin Roddy
Art Director: John Hobbs
Producer: Jill Andresevic
Production Company: Kleinman Productions
Director: Daniel Kleinman
Editorial: Rick Russell, Final Cut
Post-Production: The Mill, New York
Producer: Wendy Garfinkle
Telecine Artist: Fergus McCall
Lead Flame: Angus Kneale
Flame Assist: David Parker